Ilane Cohen, Mba Email & Phone Number

Greater Minneapolis-St. Paul Area

Lead a 9-person Analytics team with multiple responsibilities including insights, digital analytics, radio analytics and donor driven data (CRM), coordinating closely with all departments in the organization. $1M budget.Audience Insights and Analytics• Led How-to-Win strategy revealing a potential to expand total audience by 800K, with increase of 300K to the specific bullseye target • Teaming with Marketing, crafted a 2022 Mid-Term Election strategy that surpassed our social media goals with a click-through rate (CTR) of 1.16%• Developed business strategies and used persuasive skills in leading Audience Journey and Audience Persona (CX) for MPR News by creating an optimized future state framework and removing pain points at moments of truth • Tapped by Senior Management to lead entire group during an 8-month period without a CMO; prevented any turnover• Established brand purpose framework for all MPR brands that led to revised brand strategy resulting in new creative briefs and campaigns Digital Transformation• Led Audience Journey Mapping Framework resulting in a future state map, a key component in the foundation for MPR News Digital Transformation, while breaking down longtime departmental silos for a shared sense of progress• Identified areas of improvement for YourClassical UX through Usability study which led to a new UX with focus on discovery and personalizationFinance and Operations• Control and manage a $1M budget and lead budget planning for the Audience Insights department• Represent department on a cross-functional digital transformation task force to develop and advance roadmaps for front-end UX improvements for all MPR Services (MPR News, The Current and YourClassical)

St Paul, Minnesota, United States

• Developed a Jobs to Be Done Framework focused on reasons for donating which led to identifying opportunity areas to increase member acquisition and conversion• Co-chaired the ERG-BIPOC group by being a liaison between HR and employees of color and providing a safe environment for people to build relationships and voice their points of view• Focusing on How To Win strategies, pinpointed the Core and Prospect Audience for all MPR programming and services • Identified key insights that led to the launch of a new music stream (Carbon Sound) targeted to a more diverse audience

Greater Minneapolis-St. Paul Area

Partnered with clients in moderating different methodologies of qualitative research, facilitating team ideations and co-creations, and providing marketing, strategy and insights consulting.• Leveraged innovation platform in key countries for Global B2B company in Brazil, the Caribbean and Mexico. Narrowed down the list of products to be offered, defined key positioning and messaging strategy, refined sales tools that helped demonstrate key product benefit• Helped a Global Consumer Package Goods company identify a new growth channel in Mexico and Brazil and guided them to better understand the complicated channel dynamics needed to navigate it. Also re-evaluated distribution strategies, focused on new products based on uncovered consumer needs• Investigated the daily product usage patterns among workers for a Global Industrial product, resulting in the development of an opportunity map comprising specific strategies and tactics and showcased learning on an immersive storytelling exhibit, effectively engaging the business teams• Assisted a Global Package Goods Company in gaining deep insights into consumer needs for a new line of soups by conducting trend analysis and providing support in product optimization, packaging, and communication strategy. Helped determine packaging design that fit with the overall brand identity while incorporating distinctive flavor cue specificationsSkills used: Circle of friends, ethnographies, focus groups, ideations facilitations, shop-along, interviews (one-on-one with consumers, stakeholders, employees), store intercepts, online boards, consumer advisory boards, segmentation, UX usability, jobs to be done framework, survey development; brand foundation, purpose, personality, values, beliefs, associations

Marketing Research Manager• Led a conjoint analysis and segmentation study to understand better the small/medium law firm segment• Helped launch a new website targeted to litigators that enables more effective searches of past cases• Launched a survey to be conducted yearly that measured client satisfaction

¬ Associate Marketing Manager – Baking and Yoplait Division• Led major $3 million initiative to redesign all Betty Crocker dessert packages• Created annual business plan and presented to the divisional president and directors• Led team to identify concept ideas to revolutionize cake business to deliver 10% volume growth• Identified new Yoplait product (Yoplait Whips) that delivered on strong trial and repeat scores• Launched new flavors for Original, Custard and Light lines that increased volume by 3%• Helped identify solutions to increase yogurt shelf life¬ Senior Consumer Insights Associate – Snacks Division• Conducted volumetric testing that identified the new Nature Valley Granola Bars sub-segments with strong trial and repeat• Assessed the cost/benefit of potential corporate acquisitions • Moderated focus groups that led to a new product positioning and creative brief strategies• Tested new advertising for Pop Secret Popcorn• Conducted conjoint analysis that identified key consumer needs leading to a new corporate investment• Executed eye-tracking testing leading to a package redesign

Mba, Marketing

Bachelor Of Arts - Ba, Communications